Amazon’s Q2 2025 earnings are in, and the numbers once again reinforce the e-commerce giant’s reach across retail, cloud, advertising, and AI. The company reported $167.7 billion in revenue, an increase from $148.0 billion in the same quarter last year. North America alone accounted for $100.1 billion, up 11%, reflecting continued consumer strength in Amazon’s core retail business.
But the big story isn’t just about topline growth—it’s about where that growth is coming from, and what it signals for Amazon’s long-term positioning.
AWS: Still Dominant, But Losing Growth Momentum
Amazon Web Services (AWS), long the company’s profit engine, posted $30.9 billion in revenue, up 17.5% year-over-year. Operating income from the cloud division was $10.2 billion, compared to $9.3 billion last year. While that’s still an enviable margin, it’s hard to ignore the comparative heat from rivals: Microsoft Azure reported 39% growth, while Google Cloud posted 32%.
At these growth rates, Azure could feasibly overtake AWS in revenue within four years, a seismic shift in a market AWS has led for over a decade.
AI Everywhere: Alexa+, DeepFleet, Strands, and AgentCore
Amazon is betting big on AI as its next multi-segment growth engine. CEO Andy Jassy emphasized Amazon’s rapid integration of generative AI across services—from expanding Alexa+ into more households, to its internal developer IDE Kiro, to Strands, a platform for building AI agents, and Bedrock AgentCore, aimed at scalable and secure AI agent deployment.
Even logistics has gone AI-native: DeepFleet, Amazon’s new AI model, now orchestrates paths for over one million robots, streamlining warehouse and delivery operations.
The AI arms race isn’t just about flashy products—it’s a structural play to embed intelligence into every part of the Amazon ecosystem, from voice assistants to code, commerce to supply chain.
Ads and Subs: Non-Core Units Take Off
Beyond cloud and retail, Amazon’s advertising and subscription businesses are quietly turning into billion-dollar engines in their own right.
- Advertising revenue hit $11.8 billion, up 24% year-over-year. That includes sponsored ads, display, and video formats aimed at sellers, publishers, and brands.
- Subscription revenue came in at $10.7 billion, up 11%, driven by Prime memberships and digital media like Prime Video, Audible, Kindle books, and more.
These non-core units now combine for over $22 billion in quarterly revenue, suggesting Amazon’s long-standing diversification strategy is paying off—and could serve as insulation against shifts in retail and cloud growth trajectories.
Market Context: Efficiency Meets Expansion
Amazon’s operating income rose to $19.2 billion, up from $14.7 billion in Q2 2024. That’s a notable achievement in an economy where margin expansion is often harder to achieve than topline growth. It also reflects Amazon’s growing focus on automation, internal AI tooling, and operational productivity—a quiet but powerful shift behind the scenes.
While Microsoft and Google are now pressuring AWS in the cloud market, Amazon remains unmatched in its ability to extract value across multiple verticals—commerce, logistics, media, cloud, and now, advertising and AI.
The challenge ahead? Staying competitive in cloud while scaling its AI ambitions, all without losing sight of what made Amazon dominant in the first place: relentless operational execution.
